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良好的企业形象是企业无形的财富,是企业可持续发展的动力。如今消费市场愈发成熟,消费者对传统广告形成信息免疫力,口碑营销作为最重要的营销手段,是一种“性价比”极高的营销方法。其感染力和影响力日益受到企业的认可和重视,对于塑造良好的企业形象、提升企业综合竞争力有重要影响。本文通过分析口碑营销与企业形象之间关系,结合口碑营销在营销中的优势与劣势的基础上,提出将口碑营销与各种营销方式相结合,充分发挥口碑营销的优势,规避其劣势,利用口碑营销进行企业形象的塑造。
Good corporate image is intangible wealth of enterprises, is the driving force for sustainable development of enterprises. Nowadays, the consumer market is getting more mature. Consumers are immune to the traditional advertisements and word-of-mouth marketing is the most important marketing tool. It is a very cost-effective marketing method. Its appeal and influence are increasingly recognized and valued by enterprises, which has a significant impact on shaping a good corporate image and enhancing the overall competitiveness of enterprises. Based on the analysis of the relationship between word-of-mouth marketing and corporate image and the advantages and disadvantages of word-of-mouth marketing in marketing, this paper proposes to combine word-of-mouth marketing with various marketing methods, give full play to the advantages of word-of-mouth marketing, Word of mouth marketing to create a corporate image.